Attribution
Deciding which marketing touch gets credit for a sale. First click, last click, or split across the journey. Every model is a simplification.
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The definition
Deciding which marketing touch gets credit for a sale. First click, last click, or split across the journey. Every model is a simplification.
Why it matters to an owner
Perfect attribution doesn't exist; consistent attribution does. Pick a model, stamp every lead with its source, and compare like with like.
Keep going
UTM ParametersTags added to URLs (utm_source, utm_medium, utm_campaign) that tell your analytics where a…UTM Naming Convention SheetThe one-page convention that keeps campaign tracking consistent forever. Allowed values, c…First-Touch AttributionCrediting the sale to the first recorded interaction. The channel that started the relatio…
This is the work. Want it done?
Everything here is free to use yourself. That’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.